Marketing – Your Logo

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This is another installment of my Marketing posts, geared towards those of us who are business owners, consultants, or anyone with external clients.

Your company’s logo is important. Most people will say of course, that’s an obvious given. But seriously, a lot of thought needs to be put into your logo and you need to think about the image that it represents. Not only that, but you need to think about your marketing materials and how / when your logo is going to show up. Is your logo easy to print ? Would it look good both in black and white as well as colour ? Have you kept the amount of colours in your logo down to one or two ? Are you going to get charged a ton of additional fees because the only thing on your marketing material that’s multi-coloured is your logo ? These are all questions that you need to ask yourself before selecting your company’s logo.


This was my company’s original logo. My company started as a web site design provider. As I was building web sites, I found that clients were often asking me if I did computer support and troubleshooting, and if I wanted to do that for them as well. Eventually, I realized that I could grow my business faster and with more profitability by not just incorporating network administration services, but actually focusing on that. When I made that transition, obviously the name no longer made any sense.

I then went through a re-branding process and now I’m here:

Now these are 2 VERY different logos and brands. The former is fun, playful and creative. The latter is professional, clean and memorable. Again, in general, potential clients of yours aren’t going to know who you are when they see or hear your marketing. They don’t know if you’re a hard worker, a knowledgeable professional, or a complete flake. Whether it’s right or wrong, human nature is to look at your advertising, evaluate it, and then make a judgment, without ever having met you in person. If that judgment is that your company looks childish or unprofessional, then you won’t be getting a phone call, plain and simple. My original brand would not have gone very far in the world of network administration and support, simply because that brand was not designed for that. After my company’s re-branding, now that ‘air’ of professionalism is present.

In addition, my company’s new logo is also easy to reproduce on everything from cut vinyl decals to metal building signage.

These are things you really need to think carefully about when choosing a logo for your company. Remember, you want people to recognize your brand without even having to think about it. When someone thinks about technology, YOUR company should be the first one to pop into their head.


Martin Lehner

Martin Lehner is an technology professional working for an IT services firm in Whitehorse, Yukon (Canada). He has been working in the technology field for over a decade. With a degree in Business Admin and numerous industry certifications, Martin leads a team of IT professionals that provide third party support for clients. Originally starting a company to offer web development services, Martin quickly realized that clients wanted the entire spectrum of technology services. When Martin is not at work (which is not often, since his company offers 24/7 support), he is busy at home spending time with his family.

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